Insight
Optimisation inherits whatever definition you started with. Agree what a qualified lead means before spend scales.
If the team has not agreed what a good lead is, media optimisation can improve volume while commercial quality deteriorates.
Imagine cost per lead falls sharply and the dashboard looks better. If sales feedback later shows weaker fit, the optimisation was successful only against the wrong definition.
Agree the signals that distinguish useful demand from activity that looks good in a platform report. Then feed that definition back into campaign and landing-page decisions.
Lead volume, qualified lead rate, conversion quality and business outcomes should be read together. No single platform metric can carry the whole decision.